Article writing

Have you ever noticed how some blog posts and websites engage the reader, holding your interest, while others are so boring that you want to click away?

Once your prospective customer has found your website, you want to pique their interest. Then you can form some level of connection with them, so they may get to know, like and trust you… and then buy from you! You can engage the reader through your static content (Home, Services, Products and About Us pages). You can also engage through blog posts, which add fresh content to your site, boosting your authority and your Google ranking.

So, how do you write to engage the reader?

Instead of writing from your own perspective, you need to look at the topic from the reader’s point of view. You need to essentially write with the reader in mind, tailoring your content to the intended reader.

Following are 7 tips for writing to engage the reader

Who are your readers?

A lot of people who write website copy don’t know who their audience is, let alone consider their perspective when writing. It’s important to know who is in your audience – are they clients, potential customers, potential investors, joint venture partners or suppliers? Your answer may be “all of the above”, and that’s OK, as long as you know who you’re aiming at. If however, you’re aiming solely at one audience, you need to focus solely on those people.

Other aspects to consider are demographics such as age, sex, location, marital status, career, etc. Of course, every reader will be different, but you need to think about the IDEAL type of person you’d like to attract. What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they need to know, i.e. what information do you need to share to influence their buying decision?

Established business owners should pay close attention to the questions customers ask. Do your customers frequently ask the same questions? If so, write down the answers and ensure your website contains most of this information (you may want to withhold a certain piece of material to share with them in person). Including information from your most commonly asked questions on your website will save time for you and build trust with your readers.

What tone will work for your readers?

Will you project a more formal, business-like tone? Or will you use a more friendly, relaxed and approachable voice in your website copy? This is something that is determined by the type of business you’re in, as well as your audience. For example, if you’re running a professional services business, you may need to use a more formal tone than say a family-run small business, as the expectations of the readers and clients of these two businesses would be vastly different.

What type of language will you use?

Most website content is now written in everyday language. Think about how you would present an idea to a client. For blog posts, it’s advisable to write as you speak as a general rule, as if you’re speaking to the reader, one-on-one.

Structure your post or page

Reader attention spans are short when it comes to reading web copy.

Come up with a strong headline that captures the topic and your reader’s attention

Use sub-headings to break up long sections of text

Bullet points or numbered lists make the text easier to read

Use short, well-structured sentences

Avoid jargon and technical speak as your readers often don’t understand it and will click away

Use a photo, illustration or diagram to display ideas and complement the text

Think about the reader’s problem – and how you solve it

What is it that you do? If you’re a fashion retailer, you don’t just sell clothing, you give people the confidence to step out in their new outfit and make people feel great. You need to show them how you do this! The reader comes to your site with an underlying problem and they’re looking for a solution. Think about what you need to tell them that will reinforce your ability to help them? Be sure to clearly demonstrate how you can easily solve their problem and why you’re the best choice.

You can use testimonials, product reviews and case studies to reinforce the results you’ve already achieved for existing clients.

Fake it till you make it

If you’re not an authority on the topic you’re writing about, you can still demonstrate authority by quoting the opinion of a known authority or using statistics to back up your statements. This is a useful way to reinforce your statements while demonstrating that you’ve done your research… and it still makes you look authoritative.

Check, Check, Chek … see what I did there?

Before you publish, always get a third person to read and check your web copy or article for any typographical errors, spelling mistakes or incorrect grammar. Ask them to give you their interpretation of what the copy is about – which is very valuable feedback. You may need to adjust one or two sentences based on this feedback. Don’t be embarrassed if your reader picks up a mistake – just own it, correct it and move on. Even the best of us can make mistakes – including me! 🙂

I hope these tips have helped you think about how you can engage your readers online. If you have any further tips on how to write to engage the reader, please feel free to let me know via email – info@ProfessionalWriter.com.au. If you need any professional help with your website copy, check out my website copywriting services. Email me to discuss your requirements.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. If you’d like to know more about writing to connect with your readers, sign up for my mailing list and you’ll receive regular doses of marketing inspiration in your mailbox. You’ll find the signup box at the base of my home page on www.ProfessionalWriter.com.au.

Are you looking for some blog post inspiration? Here’s a list of blog post ideas for small business owners who need some help getting started …

When I talk to small business owners about their website, many of them admit to having a blog which they rarely use. By posting regular articles on your blog, you can help establish your authority and build credibility with your clients. Incorporate the keywords you wish to rank for and you can also improve your Google ranking!

A blog post can help you provide information your clients can use, promote a new product or help clients learn more about your business. However, coming up with post ideas on a regular basis can be challenging. I hope the following tips will get you started on a list of potential posts for your business blog.

21 blog post ideas for small business

How to …. (something related to your business or knowledge/experience)

Handy tips and tricks

Explode an industry myth or misconception

Describe mistakes clients make and how they can be fixed

Detail lessons you’ve learned in business

Think about the questions your clients frequently ask – and answer them

Show a case study of how you helped a client, with before and after photos

Describe your ideal customer

Write a post on how to choose a …. (product or service you sell)

Discuss local community events

Talk about what you learned at a recent training event or conference

Review products

Do a comparison between one product and another

Interview a client and ask them to talk about your product or service – including a photo or video is very powerful

Interview an industry expert

Profile a staff member

Share pictures or videos of your products being used

Publish seasonal posts, e.g. Christmas cooking or Easter craft etc.

Explain your company’s mission

Discuss the latest industry trends

Discuss local news and how it affects your industry

There are many more blog post ideas for small business – these are just the start. Please feel free to share your own ideas in the comments below.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to receive regular marketing updates in your mailbox that will help put your small business in the spotlight, sign up for our mailing list.

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2. Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3. Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable. Find your readers’ pain point/s.

4. Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5. Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6. Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7. Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Not sure how to generate content for your blog posts? Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

You know how much good website content can help your Google ranking and how social media can influence people to buy from you, yet you still don’t post because you don’t feel confident your posts will be read …

Here are 5 ways you can generate content your readers and customers will love.

Start a conversation with your customers. Ask them:

What do they like about your products or service?

Why do they come to you?

What problem do you solve for them?

What helps them make their buying decisions?

Think about your FAQs – Frequently Asked Questions. What are you asked regularly?

If you already have a Facebook, Twitter or Pinterest page, ask readers what they like, what they don’t like and what they want more of

Ask your suppliers for information you can share

Your readers want to know, like and trust you and your products before they will commit to buying. What information can you share with them which will build confidence in you and the brands you sell? Suppliers and manufacturers are often a mine of information regarding their products and services, including photos, case studies and other various types of information. Be sure to let the supplier know what you want the information for and get their permission to share it.

Brainstorm content ideas

Get together with your staff, business associates or a group of friends. Take care to include people who are similar to your target audience so that the information is more relevant to your customers. Have a list of questions ready before the session, so that you can get the discussion flowing. Make a list of issues they raise, questions they ask and this will result in topics which you can write about.

Check out what your competition is doing, and do it better

One good thing about websites and social media is that they make it easy to stalk your competition. Why not check out what they’re doing – they will probably do the same to you. Make sure you don’t just copy their tactics – work out how you can offer something better or capitalise on your point of difference.

Remember the 80/20 rule when it comes to generating content

80% of your content needs to be light-hearted – informative, case studies, story-telling, amusing and/or confidence building. ONLY 20% of your posts should be directly selling a product or making an offer to your readers. Social media needs to be just that – SOCIAL. It’s not SELLING media. Readers get turned off very quickly if all you post are BUY FROM ME messages. Remember they’re only a click away from unfollowing you.

I hope these tips have given you some ideas on how to generate content your readers will love.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia.Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

Want more buyers at your Open Homes? Yes? If you want to get more buyers through the door, you may need to work on your ad writing skills, particularly your headlines. Headline writing is a critical skill for all Real Estate agents.

The headline is vital in engaging the buyer’s interest in a property. You only have a few seconds to capture the reader’s attention and the headline makes that all-important first impression.

Don’t underestimate the power of the headline. In fact, up to 80% of people won’t read past the headline – unless it grabs their attention!

These days, most Australian Real Estate advertising is placed online on portals such as RealEstate.com and Domain.com, as well as agent’s websites. With time-poor readers and a vast range of other properties drawing the reader’s attention, you must ensure your headlines are captivating, effective and clickable.

The purpose of your headline is to clearly communicate the main benefit of the property, while establishing an emotional connection to the home. Your headline should help readers visualise what it’s like to live in this home, which can establish their emotional attachment to the property.

Here are 7 top tips for writing Real Estate headlines that work:

Know your audience

Who are you trying to attract? What type of lifestyle do they aspire to? Write the headline (and the body copy) with these buyers in mind.

Marry your headline with your photo

There’s no point in using a shot of the front of the house if the outdoor area and pool is the main selling point. A great lifestyle shot of the outdoor area/pool will do much more to attract a prospective buyer. Some agents even write their ad first, then have the photos taken to match their copy.

Keep it brief

The most effective headlines are 8 words or less, and you’re often limited with space on Real Estate websites. Use the KISS principle – Keep it Short and Simple!

Don’t try to be clever

Unless you were a professional copywriter in your previous life, don’t try to be clever or play on words, it rarely works. Readers will scan your headline, so it needs to convey your message clearly and simply. If they scan it and don’t “get it” on the first read, they may not bother to read it a second time.

Ask a question

You may wish to pose a question in your headline, but only use one which you know your prospects will say YES to!

Write more than one headline

Try writing at least five different headlines, then ask someone else which one they think works best – show them the photo if you already have it.

Keep a swipe file

Study the headlines that work for you and others. Make a note of them and keep a file just for headline ideas. This can provide future inspiration, and save you loads of time – and money!

Try these professional tips. They’ll help you write better headlines and draw more attention to the properties you have for sale or the article you’re writing.

Do you want to win more business? Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my Top 5 tips to write a winning About Us page for your site:

1. Before you start writing, consider your customer

Think about:

Who is my customer?

What problem do I/can I solve for them?

What does the customer want to know about our company/me?

What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2. Tell them HOW you help solve their problem

Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3. Tell them WHY you are the best choice

Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4. Express your point of difference

Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5. Show your face

Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

One more tip

Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About Us page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page? Please comment below.

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

We all know how important it is to make a connection with customers in business today. Smart businesses create brand awareness and influence both prospects and customers by involving them in their story. Think about companies such as Apple computers, Boost Juice or Red Balloon Days … all have built prominent profiles based on their culture and unique story. There are thousands more companies who’ve done the same thing in their own industry or marketplace.

A powerful story:

creates intimacy

establishes relationships

creates a shared experience

provides a sense of connection

communicates your values

A powerful story can motivate, persuade and inspire your prospects, turning them into customers – and increasing your bottom line. If you wish to influence others, you must have a good story.

What particular chapter of your own personal story will your target market best relate to?

For example, if you’re a property marketer targeting first-time investors, you might tell your own personal story of how you bought your first property and how you went on to build a portfolio of dozens of investment properties.

Shaping your story

In order to shape your story, you need to be clear on who you are and what your purpose is.

What are you passionate about?

Why did you go into business?

What are your core values?

What do you specialise in?

What do you, personally, and/or your business stand for?

Are you connected with any charity work?

What common interest do you have with your customers?

You don’t have to be able to answer every one of the above questions, but answering at least some of them will give you an idea of your own unique story. If you’re unsure, you may need to work with a friend or coach to discover some answers.

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all around Australia. Email her to arrange an obligation-free discussion about your latest project.

OK – so you’re keen to get an article published in your industry magazine, online journal or local newspaper. Most publications are happy to accept article submissions from your small business – as long as you have an interesting angle! So, what’s the key to success?

Following are 5 quick tips to help you write an article the editor will love… and want to publish!

1 – Who’s your target market?

Let’s say you’re a freelance make-up artist. Your target market might be teenage girls who want professional makeup for their formal /graduation or young women who are potential brides, as well as their mothers.

If you coach kids after school, you’d target working parents who need help with getting their kids’ homework done or parents looking to improve their children’s academic results.

2 – Where is your article being published?

Your story needs to capture the attention of this specific target audience. What type of publications or online media is your target market reading? Approach these publications first.

If you’re really struggling to find an angle which fits your business, your target audience and the publication, you may need to approach a different publication.

3 – What does your audience want to know?

Consider what type of information your audience is looking for. What can you say that will elevate you to the level of expert in your field and influence them to call/email you to make an appointment or purchase your products? Think about the questions you frequently answer for your customers. Offer helpful information in your article – they’ll want more.

4 – Keep it simple

Choose one angle per story. If your first story is of interest, there’s most likely going to be opportunities for further articles in the future, so save the other topics for later – or another publication.

5 – What’s your best angle?

Consider these potential angles as a starting point –

Is your business innovative or the first of its type in your community?

What specific problem do you solve for your clients?

How does your product/service help enhance client’s lives?

Do your products/services help clients save or make money?

Have you recently been nominated for, or preferably WON an award?

What’s your personal story/background – what led you to start the business?

Can you tie your business into something which is a current media issue?

Listen to your current customers – why have they come to you and how have you helped them – Incorporate testimonials from your current and/or past clients to reinforce the point you are making. Testimonials are very powerful, but you must seek permission to publish the name and suburb of each person providing them.

Now that I’ve got your attention … let’s find out how you can attract more business with a targeted article or press release.

If you’re thinking of writing an article or press release about your business, you’re going to need a good story angle if you’d like your story published. Here are some suggestions:

Does your business help customers save time or money?

Do you help people plan for a family holiday or a better future?

Do you have a link to a current news story?

Is your business organic or green? (very topical and popular)

Did you business come to life out of a significant event in your life or someone else’s?

Do you have a celebrity customer?

Once you’ve settled on a story angle, you need to carefully consider your target market. A lot of business owners consider “everyone” to be their target market, but you really need to think about who your ideal customer is – perhaps its the person who spends often and regularly, then refers their family and friends to you. Think about your ideal customer’s specific needs. Are they young mothers or mature women? Do you work with people who are conscious of the environment or those who are interested in development? What ever their interests are, your article needs to connect with them and address their needs.

Now think about the publications your ideal customer reads or watches. You need to know whether they are reading so that you can target those particular websites or print publications with your article. Depending on your audience, you may also need to think about the tone of the language used in the article.

Targeting your article to the right audience is vital if you want your article published, read by customers and the final outcome … to bring more customers into your business.

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Lyndall has a strong background in Real Estate and is a specialist Property Copywriter. She happily works with clients all round Australia. Email her to arrange an obligation-free discussion about your latest project.

Many small business owners would like to get customers to buy more products or services … and buy them more often. But do we know why people buy in the first place?

According to John Jantsch from Duct Tape Marketing, ‘People buy on emotion and then rationalise their purchase with facts.’

When promoting themselves, what most businesses focus on is the facts. What we really need to do is tap into that emotion, to form a connection with that person and get to know our ideal customer. Stories can help do this.

Following are 5 ways we can use stories to shape our brand and make an emotional connection:

Stories help to simplify and explain – Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;

Stories help customers relate – Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate and connect. People like to copy other people’s success;

Stories paint a picture of why you do what you do – Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;

Use stories to build trust and authority – Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;

Stories give people something to repeat – Stories assist happy customers to spread that all-important word-of-mouth and to give referrals. However, your story must be powerful enough to resonate with the customer in order for them to repeat it.

Once you’ve made that emotional connection, you’re well on the way to getting your customers to buy more from you.

What’s your story? If you’re looking for some help to get your story heard, email me – I’ll be happy to help!

Lyndall Guinery-Smith is The Professional Writer. She loves to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

She happily works with clients all round Australia, and loves to personally visit clients in the Northern New South Wales/Southern Gold Coast area. Email her to arrange an obligation-free discussion about your latest project.